BY Jessica Helinski
Knowing how to counter objections is an essential skill that has always been important in sales. But only 20% of sellers say “overcoming objections” is a superpower, according to the Voice of the Sales Rep study. Additionally, nearly 40% say it’s a top weakness.
Specifically, younger sellers (millennials and Gen Xers) struggle with handling objections. They are more likely than baby boomers to say it’s a top weakness. Likely, this has to do with less experience and uncertainty of best practices.
Why is it important to know how to counter objections?
“This challenge can impact their ability to move prospects through the sales funnel efficiently,” explains Denise Gibson, Director of AdMall Sales.
“It highlights the need for learning, and practicing, objection-handling tactics that will connect with today’s buyers."
But what tactics are the best? Mark Burdon shares specific ways that buyers can effectively handle scenarios when a prospect hesitates.
Practice active listening
Prospects will often tell reps that they can’t purchase something right now and give their reason. Then, listen closely to their response.
Make sure to listen to understand rather than to respond. And while they may cite one reason for not buying, their words may clue you into another roadblock. The buyer may not even realize that what’s really holding them back.
By listening closely and noticing nonverbal cues, you can dig deeper to uncover all roadblocks.
As SalesFuel shares, “qualifying the objection and overcoming the objection are of equal importance.”
“Finding the real objection is the first order of business. Then (and only then) is successfully overcoming it and making a sale possible.”
Acknowledge and repeat
Once they’ve spoken, acknowledge their concerns. If you have uncovered another potential disruptor, mention that as well. This shows that you first and foremost validate their feelings. And that you were listening to them instead of just waiting for your chance to speak.
Also, Burdon adds, it’s important to repeat back what you heard. This ensures you are on the same page and there’s been no misunderstanding.
Ask (a lot of) questions
Based on what the buyer said, a key to counter objections effectively is to use those insights to learn even more. Do this by asking questions.
Make sure that you ask open-ended questions, as well as probing questions to invite the prospect to go even deeper. What they uncover can make a difference in how you address their objection.
Also, sellers can use questions to “restart the conversation on different terms.”
In previous conversations, maybe the prospect told you what they like about your product. Maybe they appreciate the ease-of-use or the automatic updates you’ll provide. Get them talking about your product and listen.
Do they mention a different part of the product than the one you focused on in your presentation or your final proposal? If so, this can guide how you reposition your solution.
Offer social proof
Sellers wanting to successfully counter objections should also embrace another tactic: share social proof. Using stories or real examples strengthens your objection handling by making your points more relatable and memorable.
By showing how others overcame similar challenges, you help prospects see how your solution is a perfect fit, explains Maria Akhter.
Not sure what qualifies as social proof? Take a look at these examples, as well as tips on sharing them for the most impact.
Knowing how to counter objections isn’t just about closing a sale. It’s also about building trust, understanding your prospect, and guiding them toward solutions that truly fit their needs. For even more tips on handling objections, check out this other guidance from SalesFuel.
Photo by Vitaly Gariev on Unsplash
